But members of the Allentown Zoning Hearing Board said they are required to base their vote on zoning laws, not the look or content of the billboard itself.

"We have the law as it stands right now. You apply the facts and that's the result you come to," said board member Juan Camacho. "Two plus two can't equal five because of personal preference. It has to equal four. The law says so."

The vote includes some "reasonable restrictions" on the sign, Camacho said, such as no flashing or "twinkling" and a six-second delay on any advertising.

The billboard must also be dimmed at night and cannot shine on any adjoining properties, Camacho said.

The billboard will curve around the corner of Two City Center at Seventh and Hamilton streets. It will advertise clients both in that area and from outside the downtown location.

City ordinance normally bars such a billboard in that location, but one had previously been located on the former First National Bank building at that site before it was demolished.

As a result, City Center President J.B. Reilly argued the digital billboard is grandfathered in as a "non-conforming use" and therefore should be approved.

The zoning board largely agreed. Camacho said the previous sign was lawfully built at the time due to a loophole in the city zoning ordinance that has since been closed.

Camacho said the zoning board also determined the previous sign was not abandoned -- which would have meant an end to the non-conforming use -- and that the new sign does not create a new "non-conformity" beyond the previous use.

However, the zoners did reject an eight-inch ticker Reilly had proposed adding to the bottom of the billboard to display stocks and financial news. Camacho said that would have established a new non-conforming use.

Opposing residents previously said they fear approving the billboard would set a precedent for other similar signs to come in. Reilly denied that, saying City Center owns 10 buildings on Hamilton Street and he has not sought a billboard for any of the other structure.